The Challenge

It was an exciting challenge that required weaving the nostalgia of family recipes with the freshness of culinary innovation. It was a creative exercise aimed at capturing the very essence of the arepa: a delicious connection between past and present savored with every bite.

Type of Project





Bogotá, Colombia

The Process

Based on research and collaborative work sessions with La Superior’s team, we developed a brand strategy, visual identity, and a complete graphic ecosystem that connected all the dots and addressed both short and long-term strategic objectives. Our collective effort had an impact that served as a compass for key business decisions beyond the project.

What did we do?

Research and Analysis

Brand DNA

Brand Personality

Tone of Voice

The Result

Building on the strategy and through an identity consistent with it, we aimed to communicate La Superior’s true values and personality through a vibrant and charming visual world. We designed a logo that could evolve without losing its identity, created a color palette that tied us to tradition but balanced it with a complementary system that brought the brand into the present.


What did we do?

Brand Essence​

Mission, Vision, and Value Proposition​

Packaging Design

Illustration Design

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